Nena Bricheto
Senior Marketing Director
Blog
Where Next Begins
Introducing the PRA brand, reimagined
Author
Next begins now at PRA as we unveil our new, reinvigorated brand. We didn’t just make a visual shift. We’ve reconnected with vision and purpose to better reflect our long history of success, who we are now and where we’re going. We outgrew our brand’s identity, and it was time to catch up to the leaders we’ve become.
I’m proud of our diligence to revisit our brand strategy and reshape our identity. We dug into research, how we saw ourselves, how our clients saw us, how our partners built businesses around us, and how we're positioned within the industry. We listened and learned— from employees, leaders, customers and partners. We gained insights and redesigned a brand to lead our customers to what’s next.
Claiming our space
A gap, or “white space,” existed in the events industry, but no more—we’ve claimed it. With PRA’s refresh, we’re stepping from a sea of sameness and stepping into a space uniquely ours—a space for a brand where vision meets collaboration.
This means we’re becoming the go-to partner for clients who want bold, creative destination experiences and trust us to help shape what’s next.
We understand business events aren’t just gatherings, they have strategic impact as levers for return on investment (ROI), engagement and lasting change.
A solid foundation
At our core, PRA is a modern destination management partner for business events.
What we bring to the table remains unchanged: With our local teams, centralized creative and in-house production operating as one, we help you maximize your impact by matching your unique business goals to the right mix of place, design and production.
We’ve evolved our brand with thoughtful intent. Our logo hasn’t changed, but a new color palette illustrates our energy, vibrancy and inspiration. Our voice now resonates with who we are. Our headline—Where Next Begins—crystallizes what we ultimately do: PRA designs and delivers what’s next in business destination events.
Our full circle moment
PRA began 40+ years ago when Patty Roscoe envisioned PRA as more than a logistics company. We’ve lived into that vision ever since and continue to do so in a big way with our refreshed brand, honoring our roots as we move into the future.
It's fitting we launch our refreshed brand now. We're also at IMEX America as their exclusive destination management partner for the 13th consecutive year, a true testament or our commitment an strength. You can also visit us at Booth E1224 and experience our refreshed brand live.
It’s a full-circle moment to reaffirm our position as the destination experiences leader. We bring more than simple destination management: We unlock the power of place, simplify complexity and deliver meaningful impact, moving businesses forward with a return on experience.
Today our brand makes it clear: PRA is where next begins.
